Cover Girl 4p Executive Summary
The 4P Executive Summary
Marketing Strategy for COVERGIRL
Kayla Bolton
Principles of Marketing- MKTG 3200
Dr. Kelly Price
May 1, 2013
The 4P Executive Summary: Cover Girl My topic I have chosen for the 4P executive summary is Cover Girl. Cover Girl is an American cosmetics brand founded in 1958 in Baltimore, Maryland, by the Noxzema Chemical Company, (later called Noxell) and acquired by Procter & Gamble in 1989. The company launched six products to start and then slowly began to branch out their product line. Cover Girl is easily identifiable with their popular tagline, “Easy, Breezy, Beautiful, Cover Girl”. As stated by Shilpa, “After this marketing campaign, the Cover Girl cosmetics improved its position in the world of cosmetics and personal care” (SHILPA, 2012). Now, Cover Girl has really identified who, what, when, and where to market their products, as well as acquiring the spot for best-selling mass market cosmetic brand in the United States and a very distinguished spot in the teenage marketplace.
Product
It is very important to understand Cover Girl’s products. Grewal and Levy state, “A product is anything that is of value to a consumer and can be offered through a voluntary marketing exchange (Levy, Product, Branding, and Packaging Decisions, 2012). There are all different kinds of products, but the category Cover Girl falls under is shopping products/services. Cover Girl is not the only cosmetic brand available and many consumers spend a fair amount of time comparing Cover Girl to other cosmetic brands. Cover girl’s main goal is just like any other companies. What is the customer looking for in our products? First, Cover girl had to identify their target market and they did so: Women. Cover Girl looked towards women seeking beauty and skin care. Cover girl defines their core customer value, by stating that Cover girl products are easy, they make you beautiful, consist of soft texture that smooth’s your skin, you feel refreshed
Marketing Strategy for COVERGIRL
Kayla Bolton
Principles of Marketing- MKTG 3200
Dr. Kelly Price
May 1, 2013
The 4P Executive Summary: Cover Girl My topic I have chosen for the 4P executive summary is Cover Girl. Cover Girl is an American cosmetics brand founded in 1958 in Baltimore, Maryland, by the Noxzema Chemical Company, (later called Noxell) and acquired by Procter & Gamble in 1989. The company launched six products to start and then slowly began to branch out their product line. Cover Girl is easily identifiable with their popular tagline, “Easy, Breezy, Beautiful, Cover Girl”. As stated by Shilpa, “After this marketing campaign, the Cover Girl cosmetics improved its position in the world of cosmetics and personal care” (SHILPA, 2012). Now, Cover Girl has really identified who, what, when, and where to market their products, as well as acquiring the spot for best-selling mass market cosmetic brand in the United States and a very distinguished spot in the teenage marketplace.
Product
It is very important to understand Cover Girl’s products. Grewal and Levy state, “A product is anything that is of value to a consumer and can be offered through a voluntary marketing exchange (Levy, Product, Branding, and Packaging Decisions, 2012). There are all different kinds of products, but the category Cover Girl falls under is shopping products/services. Cover Girl is not the only cosmetic brand available and many consumers spend a fair amount of time comparing Cover Girl to other cosmetic brands. Cover girl’s main goal is just like any other companies. What is the customer looking for in our products? First, Cover girl had to identify their target market and they did so: Women. Cover Girl looked towards women seeking beauty and skin care. Cover girl defines their core customer value, by stating that Cover girl products are easy, they make you beautiful, consist of soft texture that smooth’s your skin, you feel refreshed
Cited: COVERGIRL. (2013, April). COVERGIRL. Retrieved from Covergirl.com: www.covergirl.com/beauty-buzz/new-makeup Levy, G. &. (2012). Product, Branding, and Packaging Decisions. In G. &. Levy, Marketing 3rd Edition (pp. 296-297). New York: McGraw-Hill. Levy, G. &. (2012). Retailing and Multichannel Marketing. In G. &. Levy, Marketing 3rd Edition (p. 491). New York: McGraw-Hill . Mahalo. (2013). Cover Girl Cosmetics. Retrieved from Mahalo Learn Anything: www.mahalo.com/cover-girl-cosmetics SHILPA. (2012, March 31). Cover Girl . Retrieved from Beautytipshub: www.beautytipshub.com/cosmetics/cover-girl.html Silver, J. (2013, April 1). COVERGIRL 's new products promise staying power, innovation. Examiner.com. Stardoll. (2013, May 1). National Covergirl. Retrieved from Stardoll: www.stardoll.com/en/contest/winner.php?type=5